Let me start by asking a few questions.
Me: What are the users unhappy about ? Is it ability to add photos ? Apply filters ? Follow/Unfollow ? Add layouts on photos? Live Tvs ? Search functionality ? Finding relevant content ? notifications ? Too many spam profiles ?
Interviewer : Spam profiles.
Me - Does that mean users are followed by spam profiles or are they receiving spam messages or spam comments on photos?
Interviewer : Followed by Spam Profiles
Goals - Instagram is a community of people, sharing memories in the form of photos and videos. Instagram is also a market place with seller side and buyer side.
Metrics - 1. Reduction of spam profiles on the platform 2. Overall NPS score by users
Users - Users can be segmented on the basis of usage - Frequent users who share and view content and spend X amount of time on the platform. These users engage more in terms of buying products and seeking experiences by following influencers. Casual users who post once in a while but mostly just view content. InActive users who dont share much about themselves but are on the platform on and off.
Issues with the product - 1. Spam Followers (Spam - Inactive profiles following active users) 2. Scraping data and reselling to 3rd party
We will focus on 1st problem here.
1. Define policies to identify spam profile. Use ML/AI to categorize them and delete them from the platform.
2. Use data science to only allow upto 10 degree connections to be followed. For example - User 1 can only follow user 2 if they are within 10 degree of connections. (Exclude businesses from this)
3. Limit the number of 'follows' in a day (Assuming automated bots are used to mass follow active users)
Tradeoffs - All the solutions above can impact seo and growth. There's a possibility of legit profiles being categorized as spam. Identify a way for these legit profiles caught by the software to be put back in the pool.
Number 1 - Bigger downside on seo and growth. Existing infra can be leveraged to implement technology. Medium implementation effort. Number 2 - Medium downside on seo and growth. Medium implementation effort.
Number 3 - Low impact on seo and growth. Ideally a user will never hit this ceiling. Medium/High implementation effort
Summarize - To receive relevant followers on instagram, we need to focus on reducing spam profiles on the platform. This can be done by defining max number of follows in a day and using ML Algorithms to implement this on all except business profiles. Resulting in overall quality profiles on instagram.